Unreliable data leads to poor UX and CX. This can manifest itself in many ways including product abandonment, higher support costs, customer attrition and brand damage.

Researcher Tips and Thought Leader Insights

Our thoughts about what we do and why we do it.

March 1, 2016

Published by Nicole Proulx at March 1, 2016

Contextual Inquiry: What People Actually Do vs. What People Say They Do

Contextual inquiry (CI) research has been a growing request from our clients over the past year. While we love to be out in the field as much as the next researcher, it begs the question of “is this just a trend or is there a real growing need for CI?” […]

November 27, 2015

Published by Nicole Proulx at November 27, 2015

Formal Laboratory vs. Conference Room: What’s Good Enough?

The answer to this question is not always a simple one, it likely comes down to these factors: the equipment you need, the amount of customization you need, the number of observers that want to participate and how much of a hassle you want to deal with. Running qualitative research […]